Wong P May 18, 2010 Mr. John Davidson, Director of Marketing
The Chipotle Corp.
701 E. Joppa Road Towson, MD 21286 Dear John, I enjoyed talking with you yesterday at the New Markets / New Media conference regarding Chipotle Corp and their needs to promote its brand to Gen Y consumers. Enclosed you will find a prospectus for the report I mentioned describing the new age advertisements businesses are looking to implement in their business plan. As you noted yesterday, Chipotle Corp feels that it must establish brand identity with Gen Y now in order to sell its products to that cohort when they are on the run and need a quick bite to eat. I believe Proximity can work with you to devise a comprehensive campaign that uses on-demand media and social networking to achieve that goal. We can provide you with customized survey and focus group results to help shape Chipotle Corp’s image as a progressive, green company. Our faculty consultants can advise your sales force on how to position new products, and our production teams can make multi-platform ads that appeal to Gen Y. In addition, we have trained student marketers who can promote Chipotle Corp on social networks such as Mobile Facebook. Our research shows that using student representatives to friend social networkers is a far more effective strategy for reaching Gen Y than buying conventional banner ads. I invite you and your staff to join us at Proximity’s Towson office for a special focus group session on Chipotle Corp Gen Y brand image. After that session, you can meet with members of our group to discuss how Proximity can help you meet your marketing goals. Sincerely,
Peter Wong
Associate Media Analyst
May 18, 2010
Mr. John Davidson, Director of Marketing
The Chipotle Corp.
701 E. Joppa Road Towson, MD 21286
Dear John,
I enjoyed talking with you yesterday at the New Markets / New Media conference regarding Chipotle Corp and their needs to promote its brand to Gen Y consumers. Enclosed you will find a prospectus for the report I mentioned describing the new age advertisements businesses are looking to implement in their business plan.
As you noted yesterday, Chipotle Corp feels that it must establish brand identity with Gen Y now in order to sell its products to that cohort when they are on the run and need a quick bite to eat. I believe Proximity can work with you to devise a comprehensive campaign that uses on-demand media and social networking to achieve that goal.
We can provide you with customized survey and focus group results to help shape Chipotle Corp’s image as a progressive, green company. Our faculty consultants can advise your sales force on how to position new products, and our production teams can make multi-platform ads that appeal to Gen Y. In addition, we have trained student marketers who can promote Chipotle Corp on social networks such as Mobile Facebook. Our research shows that using student representatives to friend social networkers is a far more effective strategy for reaching Gen Y than buying conventional banner ads.
I invite you and your staff to join us at Proximity’s Towson office for a special focus group session on Chipotle Corp Gen Y brand image. After that session, you can meet with members of our group to discuss how Proximity can help you meet your marketing goals.
Sincerely,
Peter Wong
Associate Media Analyst